Please note! Course description is confirmed for two academic years, which means that in general, e.g. Learning outcomes, assessment methods and key content stays unchanged. However, via course syllabus, it is possible to specify or change the course execution in each realization of the course, such as how the contact sessions are organized, assessment methods weighted or materials used.


Upon the completion of this capstone course, students will have proven abilities to apply brand and product management concepts in real-life situations both for analysis and decision-making. They will learn to utilize numerous tools and frameworks when striving to create and communicate strong concepts in various business contexts. Students will acquire a holistic skill set for combining the efforts of both internal and external stakeholders in order to design and implement winning offering and brand strategies. Adopting these skills requires an analytical and result-oriented mindset as well as creative ability to anticipate and identify market forces and take advantage of them.

Credits: 6

Schedule: 02.03.2021 - 14.04.2021

Teacher in charge (valid 01.08.2020-31.07.2022): Pekka Mattila

Teacher in charge (applies in this implementation): Pekka Mattila

Contact information for the course (applies in this implementation):

CEFR level (applies in this implementation):

Language of instruction and studies (valid 01.08.2020-31.07.2022):

Teaching language: English

Languages of study attainment: English


  • Valid 01.08.2020-31.07.2022:

    The course comprises lectures and case workshops as well as independent work. A series of group assignments are instrumental in this course. The assignments showcase some key aspects of the work of a seasoned product, marketing and a brand executive. The assignments cover the following themes:
    managing offering development or optimization based on market analysis and customer insight, managing marketing communications and distribution on the portfolio and product line level, managing pricing strategies and architectures, building strong and sustainable brands, reinvigorating ailing or lagging brands as well as managing and optimizing brand architectures over time.

    By leveraging rich managerial perspectives, the course provides students with a kaleidoscope view on the following sub-themes: developing new offerings, managing offering portfolios, managing pricing and promoting offerings, managing sales and distribution channels, developing go-to market strategies, building winning brands, developing brand architectures, assessing brands as well as repositioning and revitalizing them. Throughout the course, students will present their group assignments, defend their analysis and recommendations and receive feedback from peers, faculty and some of the leading marketing practitioners.

Assessment Methods and Criteria
  • Valid 01.08.2020-31.07.2022:

    1. Group assignments during the course (70 % of the course grade)
    2. Individual final examination (30 % of the course grade)

  • Valid 01.08.2020-31.07.2022:

    6 credits, 160 hours:

    • Lectures & Individual preparation (~72 h)
    • Group work & Preparation (~85 h)
    • Exam (3 h)


Study Material
  • Valid 01.08.2020-31.07.2022:

    Collection of journal articles and case readings assigned by the instructor. No textbook

Substitutes for Courses
  • Valid 01.08.2020-31.07.2022:

    The course replaces the earlier course 23C630 Merkkituotejohtaminen.

  • Valid 01.08.2020-31.07.2022:

    Markkinoinnin perusteet / Introduction to Marketing

    Consumer Research

    Marketing Analytics

SDG: Sustainable Development Goals

    9 Industry, Innovation and Infrastructure

    12 Responsible Production and Consumption